Retail | CVS Health
Retail | CVS Health
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Promoting sustainability through enhancements to the in-store customer shopping experience
Promoting sustainability through enhancements to the in-store customer shopping experience
As part of CVS Health’s Healthy 2030 strategy, CVS Health partnered with Design for America (DFA) to explore how CVS Store Brands’ products and services could support more sustainable health and wellness behaviors among customers.
As a Design Strategist, I collaborated with a multidisciplinary team of five through a 16-week, end-to-end design process. We used interviews, surveys, and field observations to understand how customers, employees, and the organization perceived sustainability and what might influence sustainable behaviors within the CVS experience.
Research included:
12 stakeholder interviews
25 survey respondents
2 field observations
What We Heard
What We Heard
“I don't think that there are any sustainable products at CVS.”
“I don't consider CVS to be green, especially because they have long receipts.”
“CVS feels more clinical than green; it doesn't give off eco-friendly vibes like other brands.”
“I find it hard to purposefully buy sustainable products because I don't know what's sustainable, unless it's explicitly mentioned.”
These conversations revealed a gap between customers’ willingness to make sustainable choices and their ability to recognize and act on those choices within the CVS environment.
From Research to Insight
From Research to Insight
We synthesized our research across three key stakeholder groups:
CVS Customers: Willing to make sustainable choices but constrained by tradeoffs and time.
CVS Employees: Potential reinforcers of sustainable behaviors but largely unaware of existing sustainability initiatives.
CVS Corporate: Prioritizing sustainability while balancing the perception that convenience is central to the CVS experience.
Reframing the Opportunity
Reframing the Opportunity
Rather than focusing solely on individual sustainable products or marketing messages, our research led us to reframe the challenge around the overall in-store customer experience.
From
HMW guide CVS consumers to choose more eco-friendly products that are better the planet so that they practice sustainable behaviors with our products and services in their daily lives?
HMW guide CVS consumers to choose more eco-friendly products that are better the planet so that they practice sustainable behaviors with our products and services in their daily lives?
To
HMW revamp the in-store experience to allow consumers to build trust with employees and help them make informed purchasing decisions?
HMW revamp the in-store experience to allow consumers to build trust with employees and help them make informed purchasing decisions?
We translated our research into a customer persona, journey storyboard, and service blueprint to visualize the experience and identify opportunities for intervention.
We then conducted ideation and scoping exercises that informed the development of a prototype, which we evaluated through seven testing sessions. We incorporated feedback from these sessions into the final concept: the CVS Employee Go G.R.E.E.N. Program.
We presented the solution to CVS Corporate, contributing to the broader conversation around how CVS could engage customers in more sustainable behaviors. Following the project, CVS Health continued its commitment to sustainability and updated its website language to educate consumers about ways to “go green” with CVS.
Learn more here.
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